28 | www.PetfoodIndustry.com
The latest pet food packaging
redesigns highlight the human-pet
connection, as well as the desire
to speak directly to the customer
through a company's story.
Ivanko Brnjakovic, Fotolia.com
Successful pet food packaging
redesigns connect with consumers
Pet food manufacturers hone
in on the human-animal bond
and consumer desires like
sustainability when repackaging
and rebranding their products.
LINDSAY BEATON
In today's mature US pet food market, being
able to stand out is key to success. With a glut
of products to choose from on pet store shelves,
consumers often make snap decisions based
on what catches their eye - being the one who
connects with them in those few seconds is vital.
"In independent pet, it's really about standing
out from the rest of the category," said Michelle
The latest in pet food packaging
and labeling
www.PetfoodIndustry.com/topics/310
Higdon, executive chairman of Jones Natural
Chews.
Customer connection: Telling a
story
Jones is in the middle of a complete
rebranding of its treat lines, from logo to packaging to messaging, with a high focus on telling
a story that resonates with customers.
"We hadn't had an update on packaging in
over a decade," said Higdon. "And so the first
thing we did was take a look at our Country
Butcher line." The Jones family has a history in the
US butcher profession that can be traced back 16
decades, according to the company, so conveying
that connection via packaging was important
during the rebranding. "We updated the packaging because it really wasn't reflecting the quality
of the product that we were delivering," said
Higdon. "The fact that is was US ingredients and
US made was a bit hidden. It wasn't bright and
colorful so consumers could find it on the shelf
- it wasn't merchandizing well. We really just
wanted to, in a visual, show the Jones story."
September 2017
Industry